McCann Worldgroup announced today the appointment of Marc Schwartz and Laura Simpson to the newly created positions of Global Director of Performance Analytics and Global IQ Director, respectively. Marc and Laura will form the global leadership team of a newly created Marketing Sciences practice that will embed marketing performance analytics and market intelligence into every solution for McCann Worldgroup. Both Schwartz and Simpson will be based in New York beginning in July.
"The days of demonstrating marketing effectiveness as an optional extra are over," said Daryl Lee, Chief Integration Architect of McCann Worldgroup. "Marc and Laura will work closely with our Integrated Strategy practice to link integrated marketing strategies to global intelligence and marketing performance systems.", added.
Schwartz was most recently Global Lead, Data and Analytics for SapientNitro, working across clients such as The Coca-Cola Company, Unilever, Johnson&Johnson, General Mills, and American Airlines, among others. In that role he was responsible for all data, analytics and measurement planning for all channels including digital, social media, direct response, and media. Prior to SapientNitro, Schwartz was EVP, Multichannel Consumer Engagement for DDB where he was responsible for interactive, new media, direct response, and online and offline analytics. Earlier in his career, Schwartz worked as Global Director of Data Strategy for Wunderman.
Simpson has been a truth scout for 12 years and has travelled the world talking to a wide range of consumers about a variety of different topics and brands; including cognac drinkers in Paris, ice cream lovers in Manchester and business travelers in Shanghai. For the last 6 years Simpson has worked as head of trends and insight for McCann London. She launched the prestigious Moody Britain study which has charted the emotional highs and lows of British culture and has been covered extensively by the British press. She has presented the findings to deputy Prime Minister Nick Clegg and discussed the findings on BBC Radio Four. She has worked across a number of clients, L'Oreal, Tragus, Premier Foods and B&Q. Prior to her time at McCann she worked at Synovate.